Tubi free matches attract 14 million new U.S. World Cup viewers
Advertising firm Nexxen reports that Tubi's free FIFA World Cup games are attracting 14 million new U.S. viewers, reflecting a broader trend where 86% of fans seek free viewing options due to rising costs, which highlights the increasing importance of FAST platforms for monetization. Nexxen predicts that this trend will accelerate broader adoption of free ad-supported streaming television services, boosting not only Tubi but also other FAST platforms and increasing the need for audience measurement and identity resolution tools for advertisers.
Key Takeaways
- 14 million Americans now intend to watch the World Cup specifically because of Tubi’s free match offerings.
- 86% of prospective viewers have reduced non-essential spending, with nearly 50% actively seeking free viewing options.
- Nexxen estimates 9 million additional people will watch matches at bars and public venues to avoid paid subscription costs.
- 19 million U.S. consumers plan to follow the tournament through highlights and recaps instead of live full-match broadcasts.
- 40% of viewers still plan to add a subscription service, with 25% of those opting for vMVPDs like YouTube TV or Fubo.
Why It Matters
Tubi’s role as a free entry point suggests that FAST platforms are no longer just repositories for library content but critical top-of-funnel drivers for major live sporting events. By offering marquee matches like the U.S. opener for free, Fox is using Tubi to capture price-sensitive audiences that would otherwise opt for public viewing or highlights, eventually funneling them toward the paid Fox One ecosystem. For the broader industry, this confirms that 'identity resolution' and cross-platform measurement are now essential, as fans oscillate between free streams, social clips, and paid tiers. Watch for initial viewership data from the June 11 opener to see if FAST-to-SVOD conversion rates meet Fox’s internal expectations.
Additional Context
The 2026 FIFA World Cup, spanning 104 matches across the U.S., Mexico, and Canada, represents a massive expansion from the 64 matches played in 2022. According to per Forbes (June 2026), Fox Sports has shifted its strategy to prioritize volume, airing a record 70 matches on its primary broadcast network and hosting the remainder on FS1. To capture the 'Super Streamer' demographic, Fox launched Fox One, a dedicated direct-to-consumer service, while NBCUniversal’s Telemundo is offering all 104 matches in Spanish on Peacock, per NBCU (June 2026). This dual-language, multi-platform approach aims to maximize a global ad spend projected by WARC Media (May 2026) to reach $10.5 billion for the tournament window.
Beyond live matches, the ecosystem is heavily leaning into ancillary content to maintain engagement. Tubi launched its 'FIFA World Cup FOX Hub' in May 2026, featuring original documentaries like 'Destination World Cup' alongside creator-led social content. This aligns with findings from Nielsen (June 2026) that the U.S. now holds the fourth-largest soccer fan base globally at 62 million people, a demographic that is disproportionately younger and more active on social platforms. Advertisers are responding with high-tech integrations; per The Current (June 2026), Fox is touting its 'Fox Fan OS,' an AI-native audience platform designed to help brands navigate the fragmentation by matching ad creative to real-time fan sentiment and viewing hardware.
Read full article at thedesk.net
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